The Sound Of Success

Acoustic
accessory products maker Fujikon Industrial Co Ltd has been riding high in recent
years, thanks to the growth recorded by the digital audiovisual industry. The
almost insatiable global demand for digital camcorders and cameras, as well as
digital versatile disc (DVD), mini disc (MD) and MP3 players has seen the company
not only offering a series of upscale products but also tapping its ODM strengths
to boost its brand presence.

The positive demand for DVD players in particular
has been a major growth driver in the accessories industry in the last two years,
says Adam Chow, sales and marketing general manager of the publicly listed company,
who believes that the trend will continue.

"Today, consumers want quality
home entertainment systems. They are looking for enhanced features such as surround
sound to maximise the acoustic experience," Chow says.

Thus, Fujikon's
audio lines have proved to be its largest earner, followed by telecommunications
and multimedia. "Our wireless, in-car and headphones business is particularly
strong," Chow notes.

Amid increasing competition and low profit margins
at the entry level, Fujikon has quickly moved into upmarket products. The company
also realised that quality sound is not limited to the home, and tapped into the
growth in car entertainment accessories as well.

"With the increasing
popularity of seven-seater vehicles in the US, consumers are seeking in-car systems
to entertain the children on longer journeys," says Chow. "We see strong
potential for double-digit growth in this sector over the next two years."

Similarly,
the increasing popularity of MP3 portables is sparking a surge in sales of Fujikon's
comfortable headphones and earphones. "It's more important to have quality
earphones to heighten the reception and experience of digital music," he
explains.

Fujikon has also kept pace with new technology trends such as wireless
Bluetooth. The company has also been researching new ways to enhance the acoustic
performance of its speakers. "For example, we are looking at new hi-tech
material to minimise distortion in our car accessories," says Chow.

"We
are also employing a new rubberised material for added comfort for some of our
headphones and headsets, as well as using different angles and diameters for ear
housings."

Other interesting innovations which have boosted the Fujikon
brand include its new range of one-touch retractable hi-fi stereo headphones,
which are equipped with an innovative cord management system located in the earpiece.

The company has also introduced a splash-proof stereo headphone with soft,
bendable ear hooks to provide added convenience and comfort.

"Other innovations
include our noise cancellation headphones for frequent flyers and professional
high-performance studio headphones that are ideal for DJs," Chow notes.

Fujikon
understands that style is an equally essential consideration when it comes to
audiovisual accessories.

"There is a trend now to combine materials, such
as metal, and we are using fabric for cable covering," explains Chow. "We
also offer consumers the option of changing colours and external parts."

Fujikon
keeps prices competitive by manufacturing at a 91,628-square-metre factory in
Dongguan on the Chinese mainland, which can produce three million headphones and
earphones, 500,000 headsets, 300,000 microphones and 300,000 speaker systems a
month. This has given the company a valuable strength in terms of fast production
and short lead times, extending its market reach to serve new customers worldwide
while retaining the loyalty of its existing clientele, Chow concludes.

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